Analysis of the strengths and weaknesses of the Iranian ceramic tile industry


The tangible growth of Iran’s ceramic tile figures in the last two decades shows the potential and strengths of this important industry. A comparison of the strengths of the ceramic tile industry across Iran and the world shows that these strengths are somewhat common throughout the world and some of them are specific to Iran. The most important strengths of the ceramic tile industry are :

Native industry

In the field of industrial activities of the country, the field that is old and still has good performance is scarce. Iran’s ceramic tile industry is one of the most important indigenous industries in the country. In most archaeological discoveries, earthenware is seen as an important means of living for ancient Iranians, and from that time on, raw materials (eg clay) were found in the country for the production of earthenware. At present, the industry is performing relatively well compared to other industries in the country.

As an Iranian art

Another important factor in the success of the Iranian ceramic tile industry is the application of Iranian taste, art and taste in the products of this industry. Iranian taste and art can certainly lead to significant success in this industry.

Access to resources and raw materials

Another major advantage of the ceramic tile industry is the presence of over 30% of its raw materials produced domestically. By focusing on raw material processing and making the necessary investments, it can prevent the import of raw materials, currency outflows, delays in supplying materials and problems for manufacturers.

The dynamics of the ceramic tile industry

The ceramic tile industry is a dynamic industry and can adapt quickly to the changing needs and tastes of the community. Using up-to-date technologies in factories can easily change the color, design, size and other parameters of ceramic tile products and produce different products depending on customer needs and tastes in different markets. This flexibility is not seen in some other industries, such as the automotive industry, and even the entire production line equipment needs to be replaced to produce a variety of products for different markets and sectors. Customer needs will be very difficult.

Relatively high added value

Although ceramic tile products are part of traditional ceramics in the category of ceramics, they have a relatively high added value due to the advantages mentioned in this article. Today, this industry is one of the few industries in the country that has a relatively good profit margin, including the reason for the good consumer market that exists within the country and its neighbors.

Weak points

Supply and demand mismatch

Due to lack of proper planning of production capacity of the country and allocation of large volume of investments in this industry, we are faced with surplus production in Iran, which is one of the main reasons for high tendency to invest in this industry. No. The main problem here is the lack of scientific research on the market and consumption of these products and, more interestingly, the investments sometimes made by people who are not familiar with the industry and are only thinking about achieving high profit in the short run.

Incomplete industrial rings

Due to the lack of proper strategy and planning in the industry, most of the investments were made only on a part of the large-scale industry, which involved only the purchase of ceramic tile machinery and equipment. Research shows that there has been no significant planning and activity in the field of raw material processing as well as the design and manufacture of machinery, equipment and components required by the industry.

Requires high volume of labor and energy

It may be widely believed that access to cheap manpower is one of the advantages of Iranian industries, but domestic productivity is about one-seventh of the developed countries. Also, in our country there is no culture and training on how to use energy efficiently and every year in different sectors, including industry, a lot of energy is wasted. Therefore, costs resulting from low labor efficiency and non-compliance with the principles of optimum use of energy increase the cost of finished products and in many cases reduce the ability to compete in international markets from Iranian kangaroo production.

Lack of cohesion and industrial memory

What is evident in the activities of manufacturing companies in this area is that in different parts of the industry, less memory is used in the past. The industrial units of the country experience each problem individually and sometimes secretly and at high cost alone. While many issues and issues within companies are similar and likely to have already been resolved, there are experiences within the country. Institutions in the leading countries of the industry, including Spain and Italy, have established missions whose mission is to create a focal point for gathering experience and information in the industry so that individuals can work with appropriate solutions without error and error. To find their problems.

Not paying attention to the role of raw materials and their processing

As the issue of incomplete loops in the industry suggests, failure to complete these loops in the field of raw materials has led to higher costs due to the importation of some materials. For example, despite the abundance of kaolin resources and mines in Iran, due to the lack of knowledge and investment in the field in the country, the costs of importing these materials are borne by the manufacturers while the factories through joint ventures. They can solve this problem in groups.

Lack of marketing system, export infrastructure and international distribution channels

By looking at the branding, marketing, and sales processes of major and major ceramic tile companies, and comparing them with the activities of Iranian companies, there are significant differences. Many of the industry’s leading companies have marketing, sales, and distribution channels and have access to lucrative international markets. Proper business and political interactions with countries such as Turkey can help create a proper marketing and distribution system.

طراحی توسط واحد انفورماتیک گروه صنعتی کاشی تبریز